What are the benefits of implementing a CRM? How can marketing be boosted in the pharmaceutical sector?
Digital transformation has changed business relationships forever: today, both companies and consumers research the products they need to buy online, comparing features, prices and service levels before contacting a new supplier.
This is true for all industries, and all sectors ⏤ even those that are characterized by maintaining a one-to-one relationship with their customers, such as pharmaceutical marketing一. So the way a company positions itself on the Internet ⏤ the quality of its website and its ability to be easily found by the best potential customers; in short, SEO ⏤ has become critical. So has the intelligence with which it manages its potential customers’ data .
Pharmaceutical marketing: how to manage one-to-one
For the pharmaceutical industry, adopting concrete tools to better understand and manage the relationships it maintains with both healthcare professionals and end users of its products is key, and even more so in this context of increasing digitalization. Customers expect nothing less : they want to analyze products, compare them, and speak to sales representatives who know what they are looking for and who they are, using the channels that are familiar to them.
This is easier to achieve when the sales force has a CRM (Customer Relationship Management) at its disposal to organize all the information about its contacts, combining the online medium (emails, chats, web visits) with the offline medium (phone calls, meetings and visits). CRM allows the sales process to be organized, monitored and improved , facilitating the relationship between salespeople and their customers.
CRMs have evolved a lot in recent years, especially in line with technological china phone number advances that have changed - and continue to change - the way we do business. Today they are essential for understanding the characteristics, needs and concerns of customers, who demand a level of personalization that is only possible if salespeople can quickly obtain the context and the most relevant information for each contact in order to move toward their goal. That is why CRM is one of the cornerstones of pharmaceutical marketing.
Advantages of CRM beyond sales
A CRM allows you to organize all relevant contact and customer data in a comprehensive manner, recording in one place the actions performed by visitors and salespeople, such as emails sent, calls made, meetings with prospects, etc.
But this is not only useful for the sales team. CRM can be used to record all the relationships that a laboratory maintains with its value chain ⏤ not only pharmacies or doctors, but also suppliers, distributors, and public institutions一. In this way, the tool can be used for the efficient management of all internal and external procedures that the company carries out for its daily operation, taking advantage of segmentation to better organize the data . This is essential in pharmaceutical marketing: agile and efficient data management is a powerful advantage.